Don’t ever stop if you wanna be on top, bitch! Phoebe Bridgers a.k.a. Wonderland Summer Issue’s resident Shakespeare of Silverlake, hasn’t exactly kept a low-profile this year, putting out the magnificently haunting Punisher alongside a slew of particularly Bridgers visuals and live performances too. Now the native Californian has one-upped herself by announcing the launch of her new record label – Saddest Factory.

An imprint of her label Dead Oceans (a subsidiary of Secretly Group), the name is a riff-on ‘satisfactory’, a term only too common in the laborious process of actually securing a record deal. In an interview with Billboard, Bridgers admits it’s always been a dream of hers to have a label because she’s such a music fan, joining the likes of Charli XCX, M.I.A. and Disclosure in levelling the playing field for aspiring artists.

“One of my favourite things about this time is that everybody is listening to records faster, making tons of playlists and doing dance parties in their houses,” says Bridgers of the COVID-19 induced shakeup currently reshaping the music biz. “I felt like if there’s cool stuff, I want to get it going and get it out to people as fast as possible.”

The criteria for being signed is pretty simple: “If I like it and I listen to it for pleasure, then other people will like it and listen to it for pleasure,” Bridgers explains. “I don’t think I have any ethos other than, ‘Am I jealous?'” She’s even got her first artist already, an announcement we can expect in the coming weeks. Between us, we’ve already been practising some old Girls Aloud songs on flutes we dug up in the attic, sign us next Phoebe!

Check out the immersive, tongue-in-cheek website for Saddest Factory here.